The government needs to create a level playing field regarding its plans to allow 100 percent foreign ownership of big e-commerce companies, a local e-commerce chairman said.

"The intention is actually good as e-commerce is an open market and thus it may be hard for the government to limit the operation of big foreign e-commerce companies. As local players, we are aware of it, but the government needs to explain the level playing field," Mataharimall.com chairman Emirsyah Satar told thejakartapost.com on Wednesday.

Previously, Information and Communications Minister Rudiantara said Indonesians were already using services from big e-commerce companies even when they do not have a physical presence in the country.

"Rather than letting all the profits go abroad, we will allow them to operate here with 100 percent ownership," said Rudiantara.

Emirsyah said local e-commerce players were still discussing the matter.

"Hopefully we will reach an agreement about the level playing field in March. One of the things that we're discussing is the reciprocity issue, as they're able to enter our market freely but we are not. The regulator needs to consider these kinds of issues," said Emirsyah.